content first!

L7 CREATIVE

*planning your site from the inside out

what is a content strategy, and why do you need one?

because you don’t want to launch this site

let’s grab some sushi

a beautiful restaurant with mediocre food? or...the unknown “hole-in-the-wall” spot that serves the best sushi in town?

where would yourather eat:

in other words:presentation is important, but it means nothing without great content

more reasons

brandingtrustcommunityconversionsseo

what makes up a content strategy?

audiencemessagepositioningdifferentiation

gather / auditorganizeestablish IA / hierarchycreate

strategy execution

the audience

who do you want to bring to your site?what are they interested in?who else do they follow?what keywords do they search on?

the positioning

how does your product/service relate to the marketplace?who do you compete with?what existing products are you like?what existing products are you not like?

the message

what is special about you?what is your “style” of communication?formal? informal? hip? conservative?

differentiation

what is remarkable about you?

what do you have to say that is interesting and share-able?

steps in creating your content

strategy

start from a goal

example conversion events:a salea newsletter signupa leadtime on sitepage views

start from a goal

what gets measured, gets managed

gather / audit

what do we have?is it good?does it match the strategy?will people share it?

organize

by content categoryby content typeby user story or audience

establish IA / hierarchy

site mapcontent typestaxonomycontextviewsurl pathskeywordsbreadcrumbs

create

industry articles

expert content / positioning

solve problems for your target audience

create

get out the whiteboard – what will we be sharing on this site?newsblogsimagesvideostructured content

who do you need?

your content team

writers and/or editorsseosite builder / administratorsocial media

metrics for success

define clear metricsbenchmarka/b test content and navigationiterate just as you would with code!

thank you!

L7 CREATIVE

Harley OrionExec Producer + PrincipalL7 Creative

www.l7creative.com@l7creative